TelecomNEXT Draws Quality, Not Quantity

LAS VEGAS—By all accounts, USTelecom's inaugural TelecomNEXT did turn out to be "where the buyers are," as organizers promised. But while exhibitors lauded attendee quality, some wished the show had done better in the quantity department.

The March 19-23 conference and exhibition at Mandalay Bay Convention Center attracted 270 exhibitors and more than 10,000 attendees, according to USTelecom, the trade association for telephone companies. The association, which owns and manages the show, had previously forecast 15,000 attendees and 300 exhibitors.

USTelecom President and CEO Walter McCormick said TelecomNEXT satisfied the association's aim of creating a different type of event "that showed real promise." He added that the quality of attendees exceeded his expectations.

"What exhibitors wanted was to reach buyers," he said. "It's not the T-shirt and tennis shoes crowd."

All eyes were on TelecomNEXT, since it's competing for industry support against GLOBALCOMM being launched at Chicago's McCormick Place June 4-8 by the Telecommunications Industry Assn., which represents equipment vendors.

Until their falling out a year ago, USTelecom and TIA produced SUPERCOMM together for nearly two decades. TIA performed the show management duties, while USTelecom contributed conference content. Last year's final SUPERCOMM, a former Tradeshow Week 200 show, featured nearly 700 exhibitors in a 309,000 net square foot showfloor.

On the showfloor at TelecomNEXT, exhibitors were all too aware of the split. Many said they felt compelled to exhibit in both shows until a clear winner emerges, while others plan to participate in one or the other.

"I think this is the year everyone will wait and see," said Joia Thompson, marketing manager of Adtran's carrier networks division. "We've always gone to both shows."

Thompson said her company sponsored a 3,500 sq. ft. booth for TelecomNEXT, and plans a 1,200 sq. ft. booth for GLOBALCOMM. Near the end of the first day of exhibits at TelecomNEXT, Thompson was wondering if her company would recoup its investment in the large booth.

"What I hear is the floor is a little slow. We're just not seeing the numbers," she said.

"A little slow" was the refrain heard from many exhibitors. Organizers did take measures to boost traffic on the floor, which was open from 9 a.m. to 6 p.m. the first day and 9:30 a.m. to 4 p.m. the second day.

For example, conference sessions and lunch were served at the back of the exhibit hall, which also featured a lounge, a Wi-Fi cafe and an area for paper presentations. In printed materials, show management urged attendees to visit the exhibits.

Conference schedules lightened up for the two exhibit days, but sessions and keynotes were still held throughout exhibit hours, and extra-wide aisles made the hall look cavernous when crowds thinned.

Still, some exhibitors couldn't have been happier. Sandra Monroe, marketing communications manager for Argus Technologies, said she liked the exhibit days and hours, as well as the quality of attendees.

"They know who we are; they know what we do. Whatever (USTelecom) did, it worked," she said, adding that her company had already agreed to return next year, when the show will move to the Sands Expo & Convention Center.

Larry Fagan, a sales engineer for Trompeter, also remarked on the quality of attendees. But he noted that his company — which exhibits in three dozen shows per year — drew heavy traffic to its booth. "As soon as they cranked the door open, they came streaming in," he said.

Attendees were also evaluating the show to determine if it was worth the time and money. Longtime telecom industry player Venu Venugopal, a director of product management at CA, said he was pleased to see the show featured new players with new stories to tell.

McCormick said he was gratified that the show was also the site of important industry announcements and garnered strong media coverage. Holding TelecomNEXT in late March, however, gives the telecom industry a very busy spring. CTIA Wireless is set for April 5-7 at the Las Vegas Convention Center, Spring VON was held March 13-16 at the San Jose (Calif.) McEnery Convention Center and CeBIT was held March 9–15 in Hannover, Germany.

Because USTelecom helped put on the final SUPERCOMM in June, and held its now-defunct TELECOM boutique show in October, the association has also had a busy year.

But the other telecom association isn't exactly sitting on its hands. In recognition of the pitched competition, GLOBALCOMM organizers stepped up their pre-show publicity in the weeks leading to TelecomNEXT.

"We've gone through a divorce, and we have to show we're still strong," said TIA President Matt Flanigan.

He stressed that his association fought to prevent the splintering in the first place. "Our board did not want two shows, because they would have to go to two shows," he said.

While some of USTelecom's advance e-mails for TelecomNEXT declared "SUPERCOMM R.I.P.," TIA's direct mailer drew a connection between the defunct SUPERCOMM and GLOBALCOMM. Organizers stated that GLOBALCOMM would be where "the entire buying/selling chain will converge" and "where you need to be to connect with industry leaders."

As a bonus, GLOBALCOMM attendees were offered free early registration until Feb. 24. TIA also highlighted its nearly two decades of experience in managing SUPERCOMM.

"We've made a point of treating everyone well, and we're going to keep doing that," Flanigan said.

As of early March, GLOBALCOMM had signed up 370 exhibitors to a 170,000 net sq. ft. showfloor, with a goal of 450 exhibitors in 200,000 net sq. ft. OS Expo, separated by a colored partition, is expected to occupy another 40,000 net sq. ft.

About 20,000 people are expected to attend. "I think it will work out very well for the attendees," Flanigan said. "GLOBALCOMM brings together not only telecom service providers, but the complete ICT arena."

While OS Expo has joined GLOBALCOMM, Questex Media's Sensors Expo & Conference — held alongside SUPERCOMM last year — will instead be held at the Donald E. Stephens Convention Center in nearby Rosemont.

Unlike TelecomNEXT, GLOBALCOMM will undergo a third-party audit. Exhibit Surveys has been hired to do the work.

In line with GLOBALCOMM's international focus, summits will be organized for the Americas, Asia Pacific, Europe, the Middle East and Africa. "It's really an opportunity for smaller companies to see what's going on in other parts of the world," Flanigan said.

Prism Business Media's Telephony magazine and CMP Media's Light Reading newsletter will be providing conference content and e-newsletters.

Although TIA is holding 2007 dates at McCormick Place, "a lot will depend on what happens in June," Flanigan said. Beyond 2007, the board will consider other cities, including Dallas, San Francisco, and Atlanta, where SUPERCOMM spent six years. "We could fit back into Atlanta now," Flanigan said.